蔚县剪纸文化产业结构与形象定位研究

发布时间：2018-02-16 15:29

本文关键词： 蔚县剪纸社会功能文化价值形象定位品牌　出处：《燕山大学》2013年硕士论文　论文类型：学位论文

【摘要】：本课题以蔚县剪纸为线索，展开对剪纸的产生与发展进行研究，以地理区域为划分，对剪纸的社会功能与文化价值加以分析论证，发掘出剪纸文化所蕴含的优秀特质，进而诠释剪纸的社会功能，并探索出剪纸特殊的文化价值。通过实地调研和网络问卷的方式，了解蔚县剪纸的主要消费目标、热销的剪纸产品以及目前剪纸产业化的经营模式，总结蔚县剪纸的发展现状和目前存在的弊端，为蔚县剪纸产业化模式发展中的形象定位和推广提出了建设性意见。蔚县剪纸具有深刻鲜明的地域特色以及丰厚的文化底蕴，为中国剪纸艺术在世界民族艺术中奠定了独领风骚的坚实基础。通过本课题研究使蔚县剪纸在大众心智中有更好地形象定位，拓宽其认知与营销范围。首先，论析了蔚县剪纸的起源、历史变革以及社会影响。介绍剪纸的释义等基本信息，对个别地域的剪纸发展进行了概述。其次，整体解析蔚县剪纸文化定位的基本条件、产业结构及经营模式定位条件，概括出蔚县剪纸的文化价值。最后，，通过对蔚县剪纸产业化结构以及营销模式的调研，分析了蔚县剪纸在定位实施中存在的一些局限性问题，结合消费心理学、营销学以及文化产业学等相关理论，对蔚县剪纸在未来发展中的形象定位与推广提出建议。
[Abstract]:This subject takes Yuxian paper-cut as the clue, carries on the research to the paper-cut generation and the development, taking the geographical area as the division, carries on the analysis and the demonstration to the paper-cut social function and the cultural value, excavates the excellent characteristic contained in the paper-cut culture. Then it interprets the social function of paper-cut, and explores the special cultural value of paper-cut. Through field investigation and network questionnaire, we can understand the main consumption target of paper-cut in Yuxian, the popular paper-cut products and the current business model of paper-cut industrialization. This paper summarizes the present situation and disadvantages of paper cutting in Yuxian County, and puts forward some constructive suggestions for the image orientation and popularization in the development of industrialization mode of paper cutting in Yuxian County. Yuxian paper-cut has profound and distinct regional characteristics and rich cultural background, It has laid a solid foundation for Chinese paper-cut art to lead the world in national art. Through this research, the paper cutting in Yuxian County has a better image orientation in the mind of the masses and widens its cognition and marketing scope. Firstly, this paper analyzes the origin, historical change and social influence of paper cutting in Yuxian. It introduces the interpretation of paper cutting and summarizes the development of paper cutting in individual areas. Secondly, the paper analyzes the basic conditions of the orientation of paper cutting culture in Yuxian County, the industrial structure and the positioning conditions of management mode, and generalizes the cultural value of paper cutting in Yuxian County. Finally, through the investigation of the industrialization structure and marketing mode of paper cutting in Yuxian, this paper analyzes some limitations in the positioning and implementation of paper cutting in Yuxian, combining with the relevant theories of consumer psychology, marketing and cultural industry, etc. In the future development of Weixian paper-cut image positioning and promotion suggestions.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J528.1-F

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